TikTok and MLS partnership: Fans already well-disposed towards media brand
March 29th, 2023, Kineree Shah

TikTok and MLS partnership: Fans already well-disposed towards media brand

TikTok's recent multi-year partnership with Major League Soccer (MLS) might be good for both parties, according to data from YouGov Profiles. Our data reveals that MLS fans are much more likely to have visited the site in the past month, compared to the average American (31% vs 24%).

This fact might also account for some other differences in perceptions of the brand between the two groups too. TikTok’s Reputation score, for example, is more than twice as high among MLS fans than among the general public (30% vs. 13%).

This subset of MLS fans is also 15 points more likely to have a positive Impression of the brand compared to the general public (34% vs 19%). Furthermore, over a quarter of MLS fans have given the brand positive Satisfaction scores compared to an eighth of all US adults (29% vs 15%). For this piece, MLS fans are defined as consumers who say the game is their top interest or they are somewhat interested in it.

In addition to the partnership with MLS, TikTok is also set to co-sponsor the eMLS Cup, the League's esports tournament. Data from YouGov Profiles shows that TikTok has a positive Reputation score with nearly a quarter of esports fans  (23% vs 13% of the general population), while a third have a positive Impression of it (compared to less than a fifth of all US adults - 30% vs 19%). Esports fans are also more likely to have positive Satisfaction score when it comes to TikTok, compared to the general US audience (23% vs 15%).

The results indicate that MLS fans and esports fans are receptive to the TikTok brand, and that the partnership has the potential to increase positive brand sentiment among these audiences. As such, the partnership between TikTok and MLS looks promising for both parties.

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YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative of the online population and weighted by age, gender, education, region, and race. TikTok’s Impression score is based on the question: Which of the following brands do you have a generally POSITIVE/NEGATIVE feeling about? and delivered as a percentage. Corporate Reputation is based on the question: Imagine you were looking for a job (or advising a friend looking for a job). Which of the following companies would you be PROUD/EMBARRASSED to work for? Satisfaction score is based on the question: Which of the following brands would you say that you are a SATISFIED/ DISSATISFIED customer of?

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